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Cheese - Ireland - May 2018

OVERVIEW
What you need to know
Issues covered in this Report
Definition
EXECUTIVE SUMMARY
The market
Figure 1: Estimated retail sales of cheese, NI and RoI, 2013-18
Forecast
Figure 2: Estimated retail sales of cheese, NI and RoI, 2013-23
Market factors
Economic situation and personal finances affecting Irish consumers
Cheese prices continue to fluctuate
Consumers eat cheese as snacks and value its nutritional content
Consumers seek free-from cheese options
Cheese commonly used as product replacement and cooking ingredient
High quality of artisan products appeals to consumers
Flavoured cheese encourages sales
Companies, brands and innovations
The consumer
Cheddar the most frequently purchased cheese by Irish consumers
Figure 3: Types of cheese bought by consumers in the last three months, NI and RoI, January 2018
Irish consumers show strong preferences towards cheese in blocks
Figure 4: Formats of cheese bought by consumers in the last three months, NI and RoI, January 2018
Cheese predominately used in a sandwich
Figure 5: Ways in which consumers have eaten or used cheese in the last three months, NI and RoI, January 2018
Irish consumers drawn to cheese due to its nutritional values
Figure 6: Agreement with statements related to buying and eating cheese, NI and RoI, January 2018
THE MARKET – WHAT YOU NEED TO KNOW 
Cheese market in Ireland set to grow
NI consumers worry about the economy and financial situation
Cheese prices rising in NI, yet falling in RoI
Cheese eaten as a snack and believed to be a good source of protein
Interest in free-from cheese products continues
Cheese used in cooking and as a meat alternative
Consumers interested in authenticity and provenance
Flavour helps to drive cheese sales
MARKET SIZE AND FORECAST
Cheese sales continue to rise
Figure 7: Estimated retail sales of cheese, IoI, RoI and NI, 2013-23
Figure 8: Estimated retail sales of cheese, RoI and NI, 2019-23
MARKET DRIVERS
NI consumers concerned about the economy, while RoI consumers remain confident
Figure 9: How consumers think the general economic condition of Northern Ireland/Ireland will change over the next 12 months, NI and RoI, April 2017 and March 2018
Figure 10: How consumers think their personal financial situation of Northern Ireland/Ireland will change over the next 12 months, NI and RoI, April 2017 and March 2018
Brexit affecting businesses and personal finances
Figure 11: Agreement with statement ‘I have noticed the price of cheese has increased since the UK’s EU referendum, by gender, age and socio-economic group, NI and RoI, January 2018
Cheese prices on the rise in NI, while continue to fall in RoI
Figure 12: Consumer price indices of cheese and curd, UK (including NI), Q1 2015-Q1 2018
Figure 13: Consumer price indices of cheese and curd, RoI, Jan 2015-March 2018
Irish consumers willing to support farmers
Figure 14: Agreement with a statement ‘I would be willing to pay more for a cheese if I knew the farmer was being paid a fair price’, NI and RoI, February 2017 and January 2018
Figure 15: New product development in farm cheese claim category, Europe, 2013-March 2018
Cheese perceived as a snack and source of protein
Figure 16: How often consumers snack between meals in a typical day, NI and RoI, November 2015
Growing popularity of free-from cheeses
The use of cheese as a meat alternative and in cooking
Craft and artisan movement
Flavour influencing consumers’ choice
Figure 17: Top 10 flavour components (excluding unflavoured/plain) in cheese innovation in the UK/Ireland Jan 2013-April 2018
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Carrigbyrne and Carbery both scoop awards at international cheese events
Glanbia re-open Wexford plant following a €35 million investment
Irish farmers facing a grass shortage, imported feed needed to feed cattle
Supermarkets dominate new product launches in the cheese market
WHO’S INNOVATING?
Figure 18: New product development in cheese category, UK and Ireland, January 2014-March 2018
Figure 19: Claims analysis in the cheese category, UK and Ireland, January 2014-March 2018
Vegetarian tops the claims in new product development
Convenient packaging also popular with consumers to increase portionability
Own-label brands accounting for most of the new cheese products launched
Figure 20: Company/parent analysis of new products launched in the cheese market, UK and Ireland, January 2014-March 2018
More cheeses for grilling and baking
COMPANIES AND BRANDS
Arla Foods
Key facts
Product portfolio
Brand NPD
Recent developments
Dale Farm
Key facts
Product portfolio
Recent developments
The Carbery Group
Key facts
Product portfolio
Brand NPD
Recent developments
Dairygold
Key facts
Product portfolio
Recent developments
Fivemiletown Creamery
Key facts
Product portfolio
Glanbia
Key facts
Product portfolio
Recent developments
Cashel Farmhouse Cheesemakers
Key facts
Product portfolio
Kerry Group
Key facts
Product portfolio
Brand NPD
Recent developments
Mondelez International
Key facts
Product portfolio
Brand NPD
Dairy Crest (Cathedral City)
Key facts
Product portfolio
Brand NPD
Recent developments
Carrigbyrne Farmhouse Cheese
Key facts
Product portfolio
Recent developments
Ornua Foods
Key facts
Product portfolio
Brand NPD
Lactalis
Key facts
Product portfolio
Brand NPD
THE CONSUMER – WHAT YOU NEED TO KNOW
Cheddar the most sought-after cheese on the Irish market
Blocks and wedges the most popular format of cheese
Cheese most commonly eaten with bread
Irish consumers associate cheese with being a good source of protein
TYPES OF CHEESE PURCHASED
Cheddar the most popular cheese amongst Irish consumers
Figure 21: Types of cheese bought by consumers in the last three months, NI and RoI, January 2018
Irish women and Gen-Xers most frequent cheddar purchasers
Figure 22: Consumers who have bought cheddar for themselves or others in the last three months, by gender and age, NI and RoI, January 2018
Flavoured cheese attracting Irish 45-54-year-olds
Figure 23: Consumers who have bought flavoured cheese for themselves or others in the last three months, by age, NI and RoI, January 2018
Low/reduced fat cheese bought by Irish women and Millennials
Figure 24: Consumers who have bought low/reduced fat cheese for themselves or others in the last three months, by gender and age, NI and RoI, January 2018
Blue cheese appealing mainly to Irish men
Figure 25: Consumers who have bought blue cheese for themselves or others in the last three months, by gender and age, NI and RoI, January 2018
Irish men support local produce
Figure 26: Consumers who have bought regional UK/Irish cheese for themselves or others in the last three months, by gender, NI and RoI, January 2018
Figure 27: Consumers who have bought regional UK/Irish cheese for themselves or others in the last three months, by gross annual household income, NI and RoI, January 2018
Cream cheese purchased mainly by Irish women
Figure 28: Consumers who have bought cream cheese/soft white for themselves or others in the last three months, by gender, NI and RoI, January 2018
FORMAT OF CHEESE BOUGHT
Irish consumers prefer to buy cheese in blocks
Figure 29: Formats of cheese bought by consumers in the last three months, NI and RoI, January 2018
Block cheese attracts older consumers, while sliced and grated cheese appeals younger generations
Figure 30: consumers who have bought blocks/wedges/whole cheese in the last three months, by age, NI and RoI, January 2018
Figure 31: Consumers who have bought sliced or grated cheese bought in the last three months, by age, NI and RoI, January 2018
Irish men primary buyers of sliced cheese
Figure 32: Consumers who have bought sliced cheese in the last three months, by gender, NI and RoI, January 2018
Older Millennials and Gen-Xers opt for combination snack packs and mini/bite size formats
Figure 33: Consumers who have bought mini/bite size formats and combination snack packs in the last three months, by age, NI and RoI, January 2018
USAGE OF CHEESE
Cheese most likely to be eaten in a sandwich
Figure 34: Ways in which consumers have eaten or used cheese in the last three months, NI and RoI, January 2018
Irish consumers eat cheese in a sandwich, while NI consumers prefer cheese on toast
Figure 35: Consumers who have eaten cheese in a sandwich/wrap or on toast in the last three months, by gender and age, NI and RoI, January 2018
Affluent consumers opt for cheeseboards and eat cheese with savoury biscuits
Figure 36: Consumers who have eaten cheese with savoury biscuits or after dinner in the last three months, by socio-economic group, NI and RoI, January 2018
Figure 37: Consumers who have eaten cheese with savoury biscuits or after dinner in the last three months, by age, NI and RoI, January 2018
Cheese as a part of a snack appealing to Irish Millennials
Figure 38: Consumers who have eaten cheese as part of a snack (eg with nachos or other snack) in the last three months, by age, NI and RoI, January 2018
Cheese on pizza and pasta attracts younger consumers
Figure 39: Consumers who have eaten cheese on pizza in the last three months, by gender, NI and RoI, January 2018
Figure 40: Consumers who have eaten cheese with pasta in the last three months, by gender, NI and RoI, January 2018
Irish women primary users of cheese in cooking
Figure 41: Consumers who have used cheese in cooking in the last three months, by gender, NI and RoI, January 2018
ATTITUDES TOWARDS CHEESE
Cheese perceived as a good source of protein
Figure 42: Agreement with statements related to buying and eating cheese, NI and RoI, January 2018
Older consumers seek out protein-rich food
Figure 43: Agreement with statement ‘Eating cheese is a good way to get protein in my diet’, by gender and age, NI and RoI, January 2018
Irish consumers less likely to check the fat content when buying cheese
Figure 44: Agreement with statement ‘I am more likely to check the fat content when buying cheese compared to 12 months ago’, by year, NI and RoI, February 2017 and January 2018
Irish men more likely to think that cheese from NI/RoI (Ireland) is better than cheese from the UK
Figure 45: Agreement with statement ‘I think cheese from NI/RoI (Ireland) is better than cheese from the UK’, by gender and socio-economic group, NI and RoI, January 2018
Irish men interested in new cheeses from around the world
Figure 46: Agreement with statements ‘I would like to see more continental style cheeses made with Irish dairy and ‘I am interested in trying new cheeses from around the world’, by gender, NI and RoI, January 2018
Women and younger consumers prefer milder tasting cheese
Figure 47: Agreement with statement ‘I prefer the flavour of milder tasting cheese to stronger tasting cheese’, by gender and age, NI and RoI, January 2018
Women and Millennials willing to pay premium for cheese sourced from animals with high welfare standards
Figure 48: Agreement with statement ‘I am willing to pay more for cheese that has been sourced from animals with high welfare standards, by gender and age, NI and RoI, January 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Consumer research
Data sources
Generational cohort definitions
Market size rationale
Abbreviations

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